Brief
Whilst Tu was known for its basics and kidswear, its range of fashionable womenswear was being slept on by style-conscious shoppers. The problem was that people were thinking of Tu for function not fashion. As a result the brand was losing out on high-value purchases. It was time to get them to reconsider.
Idea
Squeezed financially and tired of keeping up with the relentless trend cycles, audiences were opening up their attitudes (and wardrobes) to a more personal idea of style. So we went on a mission to un-gatekeep style finds, showcasing the best of Tu's collections and empowering people to dress and wear Tu pieces their way.
Execution
We partnered with ELLE on Reflections of Tu, a campaign designed to help women discover their personal style. Working with creators across the UK, we curated exclusive edits inspired by their unique looks, showcasing Tu’s cult-favourite pieces. To celebrate the diversity of style nationwide, we then took to the streets of Leeds, Birmingham, Manchester and London with an immersive Style Stop Tour, where shoppers could take a style quiz, win prizes, chat with stylists and explore the creators’ curated edits.
